Congratulations to our friends at the Canadian Cancer Society who won Silver at the Cannes Lions International Advertising Festival for this stirring piece, entitled “Fight”.
No actors were used in the creation of this campaign. Instead, real people were asked to speak directly to cancer (as though it were a person) about the pain it had caused them and their families. What came out was a powerful and emotional account of how ordinary people faced one of mankind’s greatest enemies and came out stronger than they’d ever been before.
The film has also won a plethora of awards for both the English and French language versions including the YouTube non-profit video award. The film was created and produced by my colleagues at DDB Canada.